Now in its 7th edition, Marketing Plans is a highly renownedinternational bestseller. The book has been thoroughly revised, andevery chapter has been carefully updated with special attention tothe latest developments in marketing. To accomplish this, ProfessorMalcolm McDonald has been joined in this edition by Professor HughWilson, a leading expert on CRM and multichannel strategy as wellas marketing planning.
Major changes to this edition include new chapters based on thevery latest research on:
Planning for integrated marketing communications and digitalmarketing
Developing multichannel strategy
Developing the CRM plan
Marketing effectiveness and accountability
Marketing Plans is designed as a tool and a user-friendlylearning, resource. Every point illustrated by powerful practicalexamples and made actionable through simple, step-by-step templatesand exercises.
The book is established as essential reading for all seriousprofessional marketers and students of marketing, fromundergraduate and postgraduate to professional courses for bodiessuch as CIM. Above all it provides a practical, hands-on guide toimplementing every single concept included in the text.
"It is clearly and powerfully written and is probably the bestbook on the theory and practice of marketing planning ever written.It is a best-seller in Europe and I strongly recommend the book toanyone with an interest in marketing planning." —Warren J. Keegan, Professor of International Business andMarketing Director, Institute for Global Business Strategy, PaceUniversity, New York
"I am extremely impressed by the step lucidity of what ispresented."
—Dr D. H. Eaton, North Carolina University
"A book reaching the quantities sold of Marketing Plans must be abook that is really used. It is not difficult to see why. MalcolmMcDonald writes about what to do in marketing and how to do it.Unlike many academic marketing writers, he will never let youforget that marketing ends with –ing."
—Kenneth Simmonds, Professor of Marketing and InternationalBusiness, London Business School
"Malcolm McDonald is clearly one of the most respected Professorsof Marketing in Europe and the author of a number of outstandingbooks. The fact that Marketing Plans has been such a massive selleroffers testimony of this. McDonald writes with clarity and insightthat is becoming increasingly rare today. It is powerful, up todate and has proved that it works. I recommend it to you!"
—John D. Ryans, Jr, Bridgestone Professor of International andProfessor of International Marketing, Kent State University,Ohio
【作者简介】
Professor Malcolm McDonald was recently cited as one of thetop marketing gurus in the world, along with Philip Kotler andMichael Porter and, in a 2006 Times HE piece, he was named as oneof the top ten consultants in the UK. He is now Emeritus Professorat Cranfield University School of Management where, until recently,he was Professor of Marketing and Deputy Director. FormerlyMarketing Director of Canada Dry, he is Chairman of six companiesand works with many of the operating boards of the world's biggestmultinationals on every continent. He is the author of over 40books, many of which have been translated into several foreignlanguages and has published hundreds of articles and papers.
Although retiring from his teaching role, Malcolm continues toresearch and teach at Cranfield and other universities around theworld and to promote himself via speaking engagements, visitinglectures, and consultancy. He is determined to keep this, his mostrevered publication, alive and kicking. He has thought long andhard about a succession plan for the book and has invited ProfessorHugh Davies, also of Cranfield University School of Management, toassist him in the current update, with a view to Hugh taking thereigns of the book's development into the future.
Hugh Wilson is Professor of Strategic Marketing and Director ofthe Customer Management Forum at Cranfield School of Management,and an influential author, speaker and consultant in marketing andIT. Hugh is listed in the Chartered Institute of Marketing's global'Guru Gallery' of 'the 50 leading marketing thinkers alive today'.He has extensive industrial experience, including thirteen years inthe IT industry working for IBM, Logica, Artificial IntelligenceLtd and NCR in marketing, consulting and business development. Henow spends much of his time working with companies such as IBM,Lloyds TSB, BT, Taylor Woodrow and Skandia on marketing planning,e-commerce, CRM and multi-channel marketing, as well as teaching onthese topics in Cranfield. His books and management reports includethe bestselling 'e-marketing' (1999), 'Profiting from eCRM' (2001),and 'Marketing Strategy in the digital age' (2001), all publishedby FT Prentice Hall. 'The New Marketing' (with Malcolm McDonald),was published in 2002. He was recently honoured by the DTI as oneof the "Internet Decade" list of the hundred individuals who havehad most influence over the development of e-commerce, according toan NOP poll. He writes regularly for academic and practitionerjournals. His latest book 'The Multichannel Challenge' (with RodStreet and Lindsay Bruce) was published in March 2008.
【目录】
Preface and Acknowledgements.
How to Use This Book to Achieve the Best Results.
Learning Features.
Tutor's Guide.
An Important Note to the Reader from the Authors.
Chapter 1 Understanding the Marketing Process.
Chapter 2 The Marketing Planning Process: 1 The MainSteps.
Chapter 3 The Marketing Planning Process: 2 Removing theMyths.
Chapter 4 Completing the Marketing Audit: 1 The Customerand Market Audit.
Chapter 5 Completing the Marketing Audit: 2 The ProductAudit.
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